Sylvania Automotive

Brand Strategy / Integrated Campaigns / Packaging Design / Content

SITUATION 

Headlights are a low-interest product with many barriers to entry. Even worse, people don’t know headlights need to be replaced regularly. The category is commodity-based, rational, and driven by price. We were asked to raise awareness, educate, and sell a premium-priced bulb.

SOLUTION 

We executed a 180º shift in strategy and spending to leverage Sylvania’s core values of performance and safety against a new segment – Guardians (adults, married w/children, mindset for safety). The campaign earned significant increases across the three assignment metrics – awareness (+37), education (+29%), and sales (+14%). Sylvania also saw YOY growth in social KPIs – reach (+61%), CTS (+40%), likes (+895%), and engagement (+28%).